There is no shortage of problems with cars today. From being expensive to inconvenient or uni-functional, we collected thousands of pain points over a 3 week research period and illustreated just about all of them. This greuling process of collecting, synthesizing, illustrating, testing, refining and cutting led do some very interesting insights. We looked for thematic overlap and tested for what resonated with people. What we discovered was while most manufacturers were focusing on the interior, the exterior was a greenfield of opportunity.